Glen F. Marino, President
Lead Generation & Prospecting Expireds and FSBOs

 President of Aspen Mortgage in Naperville, IL
 Chief Strategist For FREE Help For IL Real Estate Agents
 Over 700 Agents following me on Facebook
 Use today’s technology to help Agents win every
Listing Presentation and sell their Listings faster
 Using Results In Advance marketing, I help Agents double their business
 Married to my college sweetheart for 20 years
 Have 3 beautiful daughters, the last of which wants to attend the University of Alabama

 Agent with McColly Real Estate in Tinley Park, IL
 Just started in the real estate business
 Owned his own music store previously
 Using today’s technology to help Win Every
Listing Presentation and sell his Listings faster
 Using today’s technology to advertise Other
Agents Listings
 Using Results In Advance marketing to convert more Leads into Clients

 Essentials Of Selling-Daily Success Plan
 Examine Cold Calling vs. In Person Visit
 Law of Reciprocity
 Results In Advance Marketing
 Discuss lead generation
 12 prospecting tips
 4 scripts that work
 5 Top seller objections
 10 things you should do

 Selling Essentials
1. People do business with people that they Bond With and Trust
2. Find opportunities to eyeball your Leads, to shake their hand and introduce you as a person…and not as a postcard or voice message

 Key To Your Success-
Have A Daily Success Plan
1. 3 “In Person” Visits per day (3E,2E+1F,1E+2PC)
2. 12-18 “Success Calls” per day
This is known as “Money Making Activity”
Do this and watch your business grow
Use your Loan Officer as an Accountability Coach
Today’s strategy will give you Both

 Ask Yourself…What Is My
Competition Doing With Expireds?
1. Sending out a postcard?
2. Calling and leaving a voice message?
Ask yourself… Do I want to be another postcard or just another voice message?

 Have You Ever Wondered How To Be
A Green Fish In A Goldfish Bowl?
1. Do you want a “Unique Selling Proposition”?
2. Results in Advance is your “green fish”

 So Should I Cold Call My Leads or
Make In Person Visits?
1. Let’s Take A Look At Both Techniques?

 Cold Calling
1. Time block 4 to 6 hours a week to prospect
2. Call 60 to 90 leads a week
3. Don’t take incoming calls when prospecting
4. Don’t sell anything over the phone
5.
50% to 60% of Expireds/ FSBOS don’t answer the phone
6.
If you call 60 prospects a week- 24 to 30 will answer
7.
24 to 30 Live conversations- goal is at least 5 appointments
8.
Only reason your calling is to get a face-to-face
9.
Agree with what they say and get an appointment
10. Any selling will be done in person
11. After prospecting session put notes into database

Personal Visit
 Use Results In Advance marketing
 Prepare your marketing pieces the day before your visit
 Ring the doorbell with a 50/50 chance they are home (give or leave)
 Set appointment after they review your marketing materials
 Higher rate of conversion

 Once you see both techniques, chose the one best suited for your personality

 Reciprocity in social psychology refers to responding to a positive action with another positive action, rewarding kind actions
 If you provide Marketing, Marketing,
Marketing materials in advance of your meetings with Sellers, you begin to build trust and bond with the Seller.
 You may receive a positive action back from the Seller

Results In Advance Marketing
 First, ask why the Expired’s home did not sell and they did not renew their Listing agreement?
 In the eyes of the Seller it was not enough marketing of their home to bring a suitable buyer to purchase their home
 Your focus is on marketing, marketing and marketing their home
 In fact, any flyer, brochure or website should make NO mention of price…focus on marketing

Results In Advance Marketing
What if you prepared the following in advance:
 Create a property website
 Create a “flipbook presentation”
 Create property business cards
 Create a brochure
 Create text message numbers to allow the property website to download to a cell phone
 Create an ePost card that the Seller can share with family, friends and business associates
 Create a HITS report
 Create a Facebook Listing Page to get up to 40,000 eyeballs
 And what if this took you only 20 minutes to prepare!

Results In Advance Marketing
What if your Presentation looked like this:

 6 Core Skills
2. Database Management
3. Prospecting
4. Presentation
5. Handle Objections/ Solve Problems
6. Follow up

Gas

Spend $40 to $115 per month

• If you are researching your own leads your wasting time!
• Spend your time doing highly productive activities

FSBO, Expired & Lis Pendens Leads

110 FSBO Leads in One Month
33 Expired Listings in 4 days

 REDX is on pace for approximately 200 leads this month
 That’s 2,400 leads per year
 The FSBO & Expired membership $89 / $112 (Lis Pendens)
 Basically I’m trading $1,068.00 a year for over 2,000 leads
 1- $200K listing sold will bring in a $6K commission
 Over 50% of FSBO will list in 4 to 6 weeks
 In 4 to 6 weeks your leads are ripe
 Within 30 to 60 days working my program your very busy
 How can you get those listings?

 6 Core Skills
1. Lead Generation
2. Database Management
4. Presentation
5. Handle Objections/ Solve Problems
6. Follow up

1. Time block 4 to 6 hours a week to prospect
2. Call 60 to 90 leads a week
3. Don’t take incoming calls when prospecting
4. Don’t sell anything over the phone
5. 50% to 60% of FSBOS don’t answer the phone
6. If you call 60 prospects a week- 24 to 30 will answer
7. 24 to 30 Live conversations- goal is at least 5 appointments
8. Only reason your calling is to get a face-to-face
9. Agree with what they say and get an appointment
10. Any selling will be done in person
11. After prospecting session put notes into database

Don’t take it personally!

1 st call
No interest
2 nd call
Asking
Questions
3 rd call
Booked
Appointment

2 types of people you talk to when prospecting

(Yes, we are cooperating- script)
Hello may I please speak to the owner of the home for sale at _______________________?
(FSBO says: This is him)
I understand that you’re selling “For Sale by Owner” and I’m not trying to interfere with that,
I was just wondering are you cooperating with real estate agents?
(FSBO says: Yes, we are… bring me a buyer and I will pay you a 3% commission)
Ok, that sounds great! Do you mind telling me a little bit about your home?
(FSBO says: I have 3 bedrooms, 2 baths, an in-ground pool, hardwood floors, etc…)
That sounds really nice… Is there a time I could come by and take a look at the property?
(Book the appointment)

(No, we are not cooperating script- We’re trying to save money!)
Hello may I please speak to the owner of the home for sale at _______________________?
(FSBO says: This is him)
I understand that you’re selling “For Sale by Owner” and I’m not trying to interfere with that,
I was just wondering are you cooperating with real estate agents?
(FSBO says: No, we are selling it ourselves we don’t really need an agent)
Are you selling it yourself because you don’t like Realtors or are you just trying to save money?
(FSBO says: We have nothing against Realtors, were just trying to save money?)
I appreciate your honesty…Do you mind telling me a little bit about your home?
(FSBO says: I’ll tell you about my home but I’m not going to list with you!)
Oh, that’s OK! Perhaps if I know more about your home, I would have it top of my mind if I meet a Buyer best suited for your home.
(FSBO says: I have 3 bedrooms, 2 baths, an in-ground pool, hardwood floors, etc…)
That sounds really nice… Is there a time I could come by and take a look at the property?
(Book the appointment)

(No, we are not cooperating script- We don’t like Realtors!)
Hello may I please speak to the owner of the home for sale at _______________________?
(FSBO says: This is him)
I understand that you’re selling “For Sale by Owner” and I’m not trying to interfere with that,
I was just wondering are you cooperating with real estate agents?
(FSBO says: No, we are selling it ourselves we don’t really need an agent)
Are you selling it yourself because you don’t like Realtors or are you just trying to save money?
(FSBO says: I don’t like Realtors!)
I appreciate your honesty, but if you don’t like Realtors I bet it’s because you’ve had a bad experience?
(FSBO says: Yes, I had several bad experiences and I can do this myself)
Ok, I understand but have you ever had a bad experience eating out in a restaurant? I know I have…but that doesn’t stop me from eating out…all I do is go to a different restaurant… Do you mind telling me a little bit about your home?
That sounds really nice… Is there a time I could come by and take a look at the property?
(Book the appointment)

(What does cooperating mean? script)
Hello may I please speak to the owner of the home for sale at _______________________?
(FSBO says: This is him)
I understand that you’re selling “For Sale by Owner” and I’m not trying to interfere with that,
I was just wondering are you cooperating with real estate agents?
(FSBO says: What does cooperating mean?)
It means, if I could help you produce a contract on your home would you be willing to work with me as long as you get what you want?
(FSBO: Well I guess so, but I’m not going to list my home with you!)
That’s fine… Do you mind telling me a little bit about your home?
(FSBO says: I have 3 bedrooms, 2 baths, an in-ground pool, hardwood floors, etc…)
That sounds really nice… Is there a time I could come by and take a look at the property?
(Book the appointment)

1. What commission do you charge?
2. Bring me a buyer and I’m willing to pay you a 3% commission!
3. I’m not listing with a Realtor!
4. Do you have a buyer for my home?
5. I have a friend in the business!

 44% of salespeople quit after the 1 st time they hear NO
 22% of salespeople quit after the 2 nd time they hear NO
 14% of salespeople quit after the 3 rd time they hear NO
 12% of salespeople quit after the 4 th time they hear NO
 92% of salespeople quit - 1 st and 4 th time they hear NO
 60% of sales close after prospect says NO at least 4 times
 8% of salespeople are left when the prospect is ready to say YES

Game 2 - 2013 Stanley Cup Game 4 - 2013 NBA Finals
Because the first shot rarely goes in !

1. Start with a FSBO & Expired package…$89 a month
2. Download leads a couple of times per week
3. Time block 4 to 6 hours of calling time per week
4. Call 15 people per hour
5. 3 to 5 minutes per phone call
6. Call 60 to 90 people a week
7. Log results into database
8. Set up a minimum of 5 appointments a week

10 Things to Do When Visiting In Person!
1. Start with a FSBO & Expired package…$89 a month
2. Download leads a couple of times per week
3. Time block 8 to 12 hours of time per week (about 2 hours a day, of which an hour is spent preparing your materials for the next day)
4. Visit 3 people per day; sell nothing at the door
5. 1 to 3 minutes if they are home; if not, leave the flower pot
6. Call 15 people a week
7. Log results into database
8. Call back and set a minimum of 5 appointments a week

10. Focus on wanting to interview for the job of marketing their home should they decide to relist their home…

Let’s Prepare For An Expired
1.0 Create your Cover Letter that states “This Is What I
Have Already Done For You”
Click HERE for full letter
Trifold and put in flower pot

Let’s Prepare For An Expired
2.0 Using the pictures from the MLS, create a Property
Website, and copy the URL into the Cover Letter
Click HERE for
Live Demo

Let’s Prepare For An Expired
3.0 If your system provides you with a Flipshow
Presentation…paste the URL into your Cover Letter
Click HERE for Live Demo

Let’s Prepare For An Expired
4.0 Create Property Business Cards using an Avery label maker template. Click HERE for the template .

Let’s Prepare For An Expired
5.0 Create or print a Brochure, roll it colored side out and place a colored rubber band on it. Click HERE for the brochure .
Put in your flower pot

Let’s Prepare For An Expired
6.0 Create an ePost card so you can forward it to the Seller. Click
HERE for the ePostcard .

Let’s Prepare For An Expired
7.0 Text “7259304” to “79564” to view the mobile version of the property website. Put it in your Cover Letter

Let’s Prepare For An Expired
8.0 Sprinkle the Property Business Cards, insert the rolled up
Brochure and trifold your Cover Letter and be prepared for…WOW!!

Let’s Prepare For An Expired
Who is the Expired going to call if they are SERIOUS about
Listing their home?
• The Agent that sent them a Postcard?
• The Agent that left them a voice message?
• Or, the Agent that left them a flower arrangement with already created Marketing, Marketing, Marketing materials for them.
• Nothing being bought or sold
• Just wanted to interview for the job of marketing your home